As an instagram user, its been easy to notice how many ads are starting to pop up in my daily story click-through and become annoyed with them. It takes me long enough to click through all of my friends stories and see what they’re up to, so its been slightly irritating for me to have to click through even more ads from companies that I have not even requested to follow.
On the other hand, as a marketer, I find myself intrigued by this influx of ads on instagram stories and how this has come about and how to track them. Recently, instagram released information about their new “Promote for Stories” feature and advanced Page analytics.
Instagram stories have recently skyrocketed in popularity with 400 million daily active users, so many businesses have been looking to get their ads featured within the story scroll. Instagram has 2 million paying advertisers, many of which are small businesses and creators that don’t have massive budgets to regularly produce full-screen ads for Stories, and the “promote” feature lets them transform their stories into ads that can better reach a target audience.
What worries me the most about this is how many new ads are going to be added into stories and how instagram users will respond overtime. I worry that as the ads increase on stories, the number of active story watchers will decrease. From what I have read, Instagram and Facebook see “stories” as the “future of social media”, but I think they are taking advantage of it too early and too quickly. Our generation is known for finding ways to get away from ads, (streaming, premium ad-free services) so I think people will find different platforms to use if instagram becomes overrun with sponsored posts and ads.
Have you noticed an increase in sponsored stories and ads on your instagram stories? What do you think of them?